INTEGRATED MARKETING COMMUNICATION (IMC) -Coordination of all promotional activities to produce a...

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INTEGRATED MARKETING COMMUNICATION (IMC) -Coordination of all promotional activities to produce a unified, customer-focused promotional message. by Mind Map: INTEGRATED MARKETING COMMUNICATION (IMC) -Coordination of all promotional activities to produce a unified, customer-focused promotional message.

1. COMMUNICATION PROCESS

1.1. 1. Sender - Convey message to receiver

1.2. 2. Message - information send by receiver

1.3. 3. AIDA - Step of an individual reaches a purchase decision.

1.4. 4. Encoding - Translate message into understandable terms.

1.5. 5. Decoding - Receiver’s interpretation of a message.

1.6. 6. Feedback - Receiver’s response to a message

1.7. 7. Noise - Stimulus that distracts a receiver from receiving message .

1.8. 8.Channel - Medium to send a message.

2. PROMOTION - Informing, persuading, and influencing the consumer’s purchase decision.

2.1. OBJECTIVE OF PROMOTION :

2.1.1. 1. Provide Information

2.1.2. 2. Increase demand in the market

2.1.3. 3. Accentuate the product’s value

2.1.4. 4. Differentiate the products.

2.2. PROMOTIONAL MIX - Subset of the marketing mix that marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives.

3. PERSONAL SELLING

3.1. - Selling or introduced a product on a person to person basis with the buyers. For example international product such as Chanel, Miu Miu, Shiseido, Tom Ford, Christian Dior dan etc.

4. NON PERSONAL SELLING

4.1. 1. Advertising - Nonpersonal communication through media.

4.2. 2. Product placement - Marketer pays owner a fee to display their product in the film or show .

4.3. 3. Sales promotion - Marketing activities that stimulate consumer purchasing.

4.4. 4. Trade promotion - Sales promotion geared to marketing intermediaries.

4.5. 5. Direct marketing - Direct communication through customer.

4.6. 6. Public relations - Firm’s communications and relationships with public.

4.7. 7. Publicity - Nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement.

4.8. 8. Guerrilla marketing - Unconventional, innovative, and low-cost techniques to attract consumers’ attention.

5. SPONSORSHIP

5.1. Organizations provide money or in-kind resources to an event or activity in exchange for a direct association with that event or activity.

6. DIRECT MARKETING

6.1. OBJECTIVE :

6.1.1. 1. increase store traffic

6.1.2. 2. Opens new international markets of unprecedented size.

6.1.3. 3. Promotes goals beyond creating product awareness.

6.2. 1. Direct mails - Sales letters, postcards, brochures, booklets, catalogs, house organs, and DVDs.

6.3. 2. Television and radio - Home shopping channel and informercial.

6.4. 3. Internet - Via email

6.5. 4. Print media - newspaper & magazine.

6.6. 5. Electronic kiosks

7. PULLING AND PUSHING PROMOTIONAL STRATEGIES

7.1. PULLING STRATEGY- Promotional effort by the seller to stimulate final-user demand. Relies on advertising and sales promotion.

7.2. PUSHING STRATEGY - Promotional effort by the seller directed to members of the marketing channel rather than final users. Relies more heavily on personal selling.